Simply put, Shopify is the better ecommerce builder for large sites with complex needs and multiple sales channels. If you're creating a large-scale online store, Shopify is the way to go. But, we'd recommend you choose Wix for creating a smaller online store. It's better value and simple to use for small businesses, plus has some amazing online store templates.
Finding the right ecommerce platform for your business can seem like a daunting task, especially when all of them seem to offer the same features. Shopify is one of the biggest ecommerce platforms on the market vs Wix, traditionally seen as a website builder also offers ecommerce functionality. So, can you get the best of both worlds with Wix? Or is it better to go with the ecommerce specialists?
In this Guide:
- Wix Summary – Excels at website building, but lacks advanced sales features compared to Shopify
- Shopify Summary – Simple to use and backed by a market-leading range of sales features
- Shopify Supports More Sales Channels – With Shopify, you’ll be able to integrate social media sites, Amazon, eBay and more
- Shopify Has Better Product Inventory – You can upload products in bulk, manage stock levels easily, and analyze customer engagement
- Wix Gives You More Creative Control – It has better website templates and loads of customization through the drag-and-drop editor
- They Both Have Large App Stores – Both of the platforms have lots of third-party apps which can help add features to your site
- Shopify Has Better Accounting Tools – With a convenient invoice generator and tax exemptions, Wix makes accounting easy
- Wix vs Shopify Pricing Comparison – Wix has cheaper plans, but Shopify offers better ecommerce features
- Verdict – Shopify is the better overall ecommerce platform, but don't write off Wix
- Wix vs Shopify FAQs – We answer all of the most important questions about Wix and Shopify for new users
Our score is based on independent assessments of ease of use, features, ecommerce functionality and value for money
Cheapest Ecommerce Plan (per month)
Priciest Ecommerce Plan (per month)
Physical Product Sales
Digital Product Sales
Click to check for deals, discounts and tiers of plans
BEST FOR SMALL STORES
BEST FOR LARGE STORES
Wix is our top choice ecommerce website builder. It makes creating an online store brilliantly easy, and there are regular deals and discounts.
The best ecommerce website builder for larger businesses, with outstanding features, great websites, and a scalable platform
We’ve put both Wix and Shopify through our thorough testing process to make our recommendations. Based on assessments of its features, plus hands-on user testing, we’ve found that Shopify is the superior advanced ecommerce platform.
Choose Shopify if you're building a large online store
In fact, it’s fair to say Shopify is the best ecommerce website builder on the market. Shopify has more in-depth sales features than Wix, especially when it comes to accounting and shipping. It also allows you to sell across more sales channels and has a level of depth as an ecommerce platform that Wix simply can't match.
Wix is perfect for smaller ecommerce stores
But, if you're creating a smaller store, Wix may still have everything you need. Thanks to its amazing templates and intuitive system, even a non-expert can create a professional-looking site with ease using Wix. The Wix platform gives you a brilliant helping hand right from the word go, drafting up a dummy-online store that will look good enough to publish, even before you adjust it with your own imagery, text and product database – all of which can be done with ease via Wix.
To answer the question of Wix vs Shopify, let's take a closer look at the merits of both Wix and Shopify, below:
Wix for Ecommerce
The perfect website builder for smaller online stores
Wix is best known as a website builder. However, Wix is also a capable ecommerce platform and is constantly improving its ecommerce and online store functionalities.
Wix is probably best suited to small, boutique online stores. When it comes to website design, Wix is really a class apart. It has loads of design features and allows for in-depth visual customization thanks to its straightforward what-you-see-is-what-you-get editor.
Wix marketing and product management features
Wix has also recently developed tools for improved product management and marketing promotion tools. However, Wix can struggle with larger ecommerce operations, with no dedicated accounting tools. Wix also doesn't offer any built-in support for bricks-and-mortar stores.
Want to know more? Read our full Wix review
- Regular deals and discounts
- Great design options
- Excellent help and support
- Competitive pricing plans
- Perfect for smaller sites
- Website templates can't be changed after publishing
- Storage space could be a little more generous
Shopify for Ecommerce
The best ecommerce website builder for large online stores
Shopify is the best ecommerce platform on the market. It has an unmatched set of sales and reporting features, including support for sales in bricks-and-mortar stores.
Shopify might not have the same level of design customization as Wix, but Shopify still gives you professional-looking websites designed specifically as online stores. This means you van focus on the job of selling products and making money, rather than fine-tweaking visual elements.
Shopify is ideal for selling online at big scale
It's perfect for any ecommerce businesses operating at scale. You can use Shopify to track sales across loads of different sales channels — from social media sites to third-party markets such as Amazon and eBay. What's more, Shopify's powerful analytics and reporting tools make it easy to digest and understand all this sales information.
Shopify excelled across the board in our testing. It combines top class sales channel integration with a simple and intuitive UI, plus great reporting tools to help optimize your sales. Through its Shopify Payments system, you’re able to track everything from sales on Instagram through to Google Shopping, and even real-world point of sale transactions.
- Unmatched sales and reporting features
- Simple to set up, use and edit your store
- Excellent and varied support options
- Fantastic design options
- Can become more expensive than rivals
- Charges transaction fees unless you use Shopify Payments
Online credit card rates
In-person credit card rates
Hardware peripheral support
Wix Business Basic
Wix Business Unlimited
Wix Business VIP
Via third-party app
Via third-party app
Via third-party app
2.2% + 30c
1.9% + 30c
1.6% + 30c
The Verdict – Shopify for Big Online Stores, Wix for Small
Shopify is undoubtedly the better ecommerce platform. Wix can only really best Shopify when it comes to the design stakes, thanks to its range of great templates with loads of customization options. That makes Wix ideal for small businesses and anyone looking to build their own site – Wix's fantastic templates will give you amazingly professional results.
When it comes to the actual process and detail of running a more complex ecommerce website, Shopify wins hands down. It has more powerful sales features, fantastic accounting and reporting tools, and can even let you sell products in a bricks-and-mortar store.
Wix vs Shopify FAQs
We answer all the questions you might still have about using Wix and Shopify for ecommerce.
If you want to run a small online store, you could definitely build it with Wix. However, if you want to really scale your business, we’d recommend Shopify.
Shopify’s plans, on the other hand, start from $29 per month and rise to a whopping $299 per month. However, even Shopify’s cheapest option, the $29 per month ‘Basic’ plan, gives you loads more features than Wix’s priciest alternative. For example, you get abandoned cart recovery, multiple staff accounts, and point-of-sale support.
What’s more, you won’t need to upgrade from Shopify’s Basic plan until you’re making some serious money. With Wix’s plans, however, you might find your business hitting a glass ceiling on Wix’s plans.
All you have to do is generate an embed code for the products you want to add from Shopify, then paste it onto your Wix website. You’ll get a little product card on your site, complete with an image, customizable “Buy now” button and price. Users will have to check out with Wix, rather than Shopify, but all the tracking will be handled by Shopify.
Shopify Payments isn’t a bad system, but it’s annoying that you’re forced to use it in order to waive the sales percentage fees.
However, we’ve found that Wix struggles if you want to sell lots of products. Its accounting and inventory tools aren’t quite as seamless as Shopify’s.
Rather than relying on just your website to sell products, you can sell your products through Instagram, Facebook, Amazon, and eBay without adding unnecessary complexity to your store. In fact, Shopify is almost unrivalled when it comes to the number of different sales channels you can integrate.
Another area where Shopify excels is in its reporting tools. It has an incredibly in-depth analytics section, allowing you, for example, to quickly and easily see the number of sales you make by traffic source, or even the number of sales you’ve made through discreet campaigns. The level of detail Shopify allows is simply unmatched by website builders such as Wix.
Shopify also has an incredibly large app store with other 1,000 third-party produced apps which can augment the features already found on the platform. For example, you can add apps for customer product reviews or customer order tracking.
When you sell a product, the customer’s payment has to be processed — meaning there’s a delay between when they pay and when you receive the payment. Then, once processed, the money will be moved to your merchant account. It’s important to have a merchant account set up before you start trying to make sales to make accounting and tax easier to manage.
One thing to keep in mind is that you’ll likely be charged transaction fees — especially for credit card transactions. If you use Shopify Payments you’ll be charged a card rate, which changes depending on your pricing plan. If you’re not using Shopify Payments, you’ll be charged by the third-party and Shopify.
This might seem like a lot of hassle, but Shopify’s rates range between 2.4% and 2.9% for credit card payments, with third-parties charging similar fees.
Tech.co is reader-supported. If you make a purchase through the links on our site, we may earn a commission from the retailers of the products we have reviewed. This helps Tech.co to provide free advice and reviews for our readers. It has no additional cost to you, and never affects the editorial independence of our reviews. Click to return to top of page